FOR SOMEONE ELSE
Concept for a Store Brand named Nurtur.


Challenge

In 2006, the theme for the 5th International Competition NAGOYA DESIGN DO! was "For Someone Else" with an added qualifier of "Communication and Collaboration."
Because communication does not necessarily have to involve only people, objects and the environment can be your partners as well. This collaboration means that designs are not to be kept for or within one person, since the process of design is based on the relation between the designer and other people or things.



Concept

"On that day, when we set around all the important things to us, there was bread, wine, new flavours, new odors and new textures.
On that moment, I experienced new feelings and delighted myself with your own words.
You choose another flavour and we shared it. You tasted another dish and I followed your movement in a whole new complicity to me. Meanwhile I was trying juicy little pieces of yourself and you rased your glass to me.
A fresh aroma was smoothly sliding in your transparency. You toasted with JOY, not with wine. On that precised moment I understood what you meant and wanted to share it. After all, that flavour meant so much more. Since then, I realized that communication was beyond words, gestures or looks..."



Solution

A grocery where products are sold as concepts, ideas and feelings.
Nurtur is a place where the consumer can really buy emotions for himself or for someone else.